Le ve rag e Yo ur We b s ite :
Jump S tart Yo ur
As s o c iatio n
De an Co mbe r, Dire c to r o f Info rmatio n Te c hno lo g y , As s o c iatio n Fo rum o f Chic ag o land
Zac h Lus e , Fo unde r, Lus e Me dia
Slide 1

S e arc h Eng ine Marke ting
(S EM)
Slide 2

Abo ut Us
• De an Co mbe r: Prio r to jo ining As s o c iatio n Fo rum o f Chic ag o land, De an
was the S e nio r Dire c to r o f Ope ratio ns /Te c hno lo g y fo r the Illino is Park and
Re c re atio n As s o c iatio n and als o he ld po s itio ns inc luding IT Pro je c t Manag e r fo r
Fo lle tt Co rpo ratio n (Rive r Gro ve , IL) in the Ente rpris e Info rmatio n Te c hno lo g y
de partme nt and als o as a We b De ve lo pe r fo r the Ene rg y and Enviro nme ntal Re s e arc h
Ce nte r in Grand Fo rks , No rth Dako ta . A g raduate o f the Unive rs ity o f No rth Dako ta
(BBA Manag e me nt Info rmatio n S ys te ms ) and c urre ntly e nro lle d in No rthe rn Illino is
Unive rs ity ’s Exe c utive MBA Pro g ram (2009), De an has o ve r te n ye ars o f Info rmatio n
Te c hno lo g y e xpe rie nc e in the no n -pro fit and c o rpo rate s e c to rs fo c us ing o n we b
de ve lo pme nt, pro je c t manag e me nt, s trate g y , and s ys te ms de s ig n and analys is .
• Zac h Lus e : Is the fo unde r o f Lus e Me dia , a c o mpany s pe c ializing in o nline
adve rtis ing and we b analytic s . He is als o Dire c to r o f We b S trate g y & Te c hno lo g y at
Earths e ns e an applie d marke ting c o mpany . Zac h has e xte ns ive e xpe rie nc e he lping
as s o c iatio ns and bus ine s s e s impro ve the ir we b pre s e nc e and g e t the mo s t o ut o f
the ir marke ting do llars . Zac h atte nde d Tulane Unive rs ity with a c o nc e ntratio n in
Inte rnatio nal Bus ine s s . He ho lds the Go o g le Adve rtis ing Pro fe s s io nal Ce rtific atio n
and the Yaho o S e arc h Marke ting Ambas s ado r Ce rtific atio n .
Slide 3

Is This Yo ur As s o c iatio n ?
• Recently consulted, developed, and implemented a new
CM and/or Web site?
S
• Constantly adding and modifying content to m the needs
eet
of your users?
• Looking for w ays to improve awareness and opportunities
further extenuate your brand, mission, and vision?
• Review or currently in the process of expanding
ing
marketing opportunities online?
Slide 4

I’ve Go t a We b s ite … No w What?
• Do e s yo ur as s o c iatio n ...
• have a defined and strategic online marketing and branding
strategy?
• knowyour primary, secondary, and even unintended
m arkets?
• reviewand analyze w site statistics and usage on a
eb
m onthly, quarterly, and annual basis?
• currently advertise and market online?
• reviewplacem and prom
ent inence on search engines?
Slide 5

Abo ut S e arc h Eng ine s
• Utilize c o mple x alg o rithms to dis s e minate
data and c o nte nt thro ug ho ut the We b
• Majo r c o mpe titio n be twe e n le ading e ng ine s
(Go o g le , Yaho o , Mic ro s o ft, e tc .)
• Primary way e nd -us e rs find and re s e arc h
c o nte nt
Slide 6

“Bing It”
• Bing launc he d o n June 3, 2009 as a
re plac e me nt fo r MS N Live S e arc h
(www .bing .c o m )
• Mic ro s o ft: “The v is ion is to take S e arch to the
ne xt le v e l by adding unde rs tanding of the inte nt
and me aning be hind the w ords in s e arche s and
w e b pag e s .”
• What do e s the future ho ld in c o mparis o n to
Go o g le o r Yaho o ? Will Bing be “trus te d”?
Slide 7

The Impo rtanc e o f S EM
• To tal Inte rne t us e r bas e has g ro wn 338% fro m
2000 to 2008. (Nielsen/NetRatings)
• Ability to furthe r e xte nd yo ur brand
• Cre ate s an e as ily ac c e s s ible are na to
dis s e me nate c o nte nt
• S c o pe : Cre ate a funne l o f c o nte nt to drive
traffic to yo ur primary me dium (blo g , s o c ial
ne two rking , vide o , link building )
Slide 8

Do e s S EM Wo rk?
• Candy .c o m (an e xample in Do main Landing )
• Initially intended for a confectionary company, however,
dom w purchased by a legendary “ ainer”
ain as dom
• The term “candy”encompassed nearly 800,000 searches
per m onth
• Placem of industry-related vendor advertisem
ent ents used
for PPC
• On June 3, 2009, Candy.com w sold for $3 m
as illion dollars
(second highest dom sale –Toys.com to Toys R Us for
ain
$5 m illion)
Slide 9

S EM Me tho ds
• Go o g le
• AdWords
• Webmaster Central
• Analytics
Slide 10

Go o g le AdWo rds
• Utilize s PPC (Pay pe r c lic k)
• Primary fo c us is o n de ve lo ping ke ywo rds that
me e t a s pe c ifie d c rite ria
• De fine a budg e t in te rms o f ad s pe nding (pe r
c lic k o r pe r impre s s io n )
Slide 11

Ho w Go o g le AdWo rds Wo rks
• Es tablis h ac c o unt at adwo rds .g o o g le .c o m
• Cre ate a c ampaig n and as s o c iate d ad g ro ups
• De fine ke ywo rds
• De fine ad s truc ture -what info rmatio n is
dis playe d and whe re us e rs will be take n
• De te rmine budg e t
Slide 12

AdWo rds S e tup
Budget Criteria
Actual Ad Displayed
Defined Keywords
Slide 13

AdWo rds Imple me ntatio n
Defined landing page
Slide 14

De fining Ke ywo rds
• Co mpile wo rds /te rms re late d to yo ur
o rg anizatio n /mis s io n /vis io n
• S tudy and unde rs tand c o mpe titive fo rc e s o r
s imilar re s o urc e s
• Us e Ke ywo rd g e ne ratio n to o ls
• Google Keyw Tool
ord
• Wordtracker
• Microsoft Keyw Forecast
ord
• Co ns ide r “ne g ative ” ke ywo rds
Slide 15

Utilizing Landing Pag e s
• Gre at me tho d to dire c t us e rs to a c e rtain
pag e /are a o f yo ur s ite
• Allo ws fo r be tte r analys is o f ad ROI
• Re late s s e arc h te rm to are a o f s ite
• S e arc h Te rm: “
Bears Tickets”
• Ad Landing Pag e : w ww .chicagobears.com/tickets
Slide 16

S e arc h Eng ine Optimizatio n
(S EO)
Slide 17

Fundame ntals
• Ke e p c o nte nt dynamic and re le vant
• Relevant and useful
• Co he s ive Pag e /File S truc ture
• Less is more
• Me ta Info rmatio n
• Title, Description, Keywords
• URL and Do main No me nc lature
• Does your dom nam
ain e(s) match your organization?
Slide 18

Fundame ntals
• Linking S trate g y
• Internal and External
• Ac c e s s ibility
• ADA 508
• Text readers
• Ro bo ts .txt
• Allowsearch engines
• S ite Map
• Not just a page w links
ith
Slide 19

Me ta Info rmatio n
• Title , De s c riptio n , Ke ywo rds
arg
• In < he ad > s e c tio n o f HTML o r in he ade r file
Slide 20

Utilizing Pe rmalinks
• S imple & e as y way to re me mbe r a URL
• Eas y and re le vant to s e arc h e ng ine s
• Ofte n re duc e s URL le ng th and pro vide s
me aning
• Ne w Fac e bo o k fo rmat
www .fac e bo o k.c o m /pro file .php ? id =123456
www .fac e bo o k.c o m /c o mbe r
Slide 21

S ite maps
• Utilize s an XML s truc ture to be tte r
unde rs tand a We b s ite
• Intro duc e d by Go o g le and no w us e d by
Mic ro s o ft and Yaho o
• Gre at me tho d to ke e p s e arc h e ng ine s up -to -
date with dynamic info rmatio n
• www .s ite maps .o rg & www .xml-s ite maps .c o m
Slide 22

We b Analytic s :
Me as uring Re s ults &
Unc o ve ring Oppo rtunitie s
Slide 23

Ge tting S tarte d
• Analytic s To o ls
• Numbe rs vs . Ac tio nable Ins ig hts
• What are yo ur g o als ?
• Dis c o ve r. Ac t. Impro ve .
• Me as uring Re s ults
• Unc o ve ring Oppo rtunitie s
• Grants & Othe r Re s o urc e s
Slide 24

We b Analytic s To o ls
Fre e To o ls
• Go o g le Analytic s
• Co nve rs io n Trac king –
Fre e with PPC Adve rtis ing !
Paid We b Analytic s To o ls
• We bTre nds
• Omniture
• Co re me tric s
Slide 25

Numbe rs vs . Ac tio nable Ins ig hts
• Are yo u trac king hits , pag e vie ws and vis its
like mo s t?
• Bigger num bers aren’alw
t ays better.
• These num bers are quantitative but not qualitative.
• W Analytics go far beyond these basic num
eb bers but few
m ake it farther than this.
• Fo c us o n be havio rs and me as uring re s ults .
• Are the visitors finding w they are looking for?
hat
• Are our ad cam paigns targeted to the right audience?
• Are visitors buying, joining, etc? W is? W isn’ Why?
ho ho t?
• Howare visitors finding our site?
Slide 26

What are yo ur g o als ?
• Yo u c an ’t impro ve
it if yo ur no t
me as uring it.
• Me as uring the
wro ng thing c an
le ad to wo rs e
re s ults .
Slide 27

Dis c o ve r. Ac t. Impro ve .
• Co ntinuo us Pro c e s s
• Always Ro o m fo r
Impro ve me nt
• Co ns tant Chang e
• Go afte r the lo w hang ing
fruit firs t.
• Yo u ’ll g ain de e pe r
ins ig ht as yo u re pe at
this pro c e s s .
Slide 28

Me as uring Re s ults :
Funne ls
• Funne ls are ve ry us e ful
fo r multi-s te p pro c e s s e s .
• Cart -> Checkout
• Landing Page -> Sign Up
• Vis ualize s whe re vis ito rs
are abando ning the
pro c e s s .
• Eas y to s e tup in Go o g le
Analytic s .
Slide 29

Me as uring Re s ults :
Co nve rs io ns /Go als /Le ads
• Tag yo ur thank yo u o r c he c ko ut pag e s .
• Ve ry e as y to imple me nt.
• S e e whic h traffic s o urc e s o r ke ywo rds c o nve rt and /o r pro duc e the
mo s t re ve nue .
• This is a mus t fo r PPC adve rtis ing ! Think Quality no t Quantity .
Slide 30

Unc o ve ring Oppo rtunitie s :
S ite Ove rlays
• S e e whe re pe o ple are c lic king .
• Are vis ito rs c lic king whe re yo u want the m to ?
• Ac t o n this info :
• Usability
• Navigation
• Optim ize
Slide 31

Unc o ve ring Oppo rtunitie s :
Re fe rre rs & Ke ywo rds
• Whe re are vis ito rs c o ming fro m ?
• What ke ywo rds did the y s e arc h o n to g e t he re ?
• Whic h ke ywo rds /re fe rre rs c o nve rte d ?
• Ac t o n this info :
• SEO
• PPC Bidding
• Placem Targeting
ent
• M axim Ad $$
ize
Slide 32

Unc o ve ring Oppo rtunitie s :
Yo ur S ite S e arc h
• What are pe o ple s e arc hing fo r o n yo ur s ite ?
• Are the y finding what the y are lo o king fo r?
• Ac t o n this info :
• Navigation
• Optim Content
ize
• SEO
• PPC Bidding
Slide 33

Go o g le Grants
• Plac e yo ur no npro fit ad
ne xt to Go o g le s e arc h
re s ults
• Re c ruit me mbe rs , do no rs ,
and s ubs c ribe rs
• Up to $ 10,000/mo o n
Go o g le .c o m
• Eas y to Apply
• Fo r 501(c )(3)’s
“Our online contributions have quadrupled, and our website sign-ups
have increased ten-fold.”
- AdoptADoctor.org
http://www.google.com/grants
Slide 34

Fre e Re s o urc e s
• S EM/S EO To o ls
• Google Adw ords –http://adw ords.google.com /
• Yahoo Search M arketing –
http://sem allbusiness.yahoo.com
.sm /searchenginem arketing/
• M icrosoft Adcenter- https://adcenter.m icrosoft.com /
• Google Adw ords Editor –http://w w
w .google.com /adw ords/editor
• Google Ad Planner –http://w w w .google.com /support/adplanner
• Google Keyw Tool & Traffic Estim
ord ator –
http://w w
w .adw ords.google.com /select/Keyw ordToolExternal
• Search-based Keyw Tool –http://w w
ord w .adw ords.google.com /sktool
• Google Insights for Search –http://w w w .google.com /insights/search
• Analytic s To o ls
• Google Analytics –http://w w
w .google.com /analytics
• Conversion Tracking –Log in to your Yahoo, M icrosoft & Google PPC Account.
• Google W ebsite Optim izer –http://w w
w .google.com ebsiteoptim
/w izer
Slide 35

Co nc lus io n
• Que s tio ns ?
• Co ntac t Info rmatio n :
• Dean Com ber
312-924-7023
com ber@ associationforum.org
• Zach Luse
312-893-5576
zach@ lusemedia.com
w w
w .lusem edia.com
Slide 36